As a display ad best practice, you should use new display ads every few weeks. Why is this important?

Because banners become more effective over time, using new ads prevents potential customers from taking action too quickly.

Swapping lower-performing creative assets helps to align landing page copy and ad copy.

Swapping lower-performing creative assets for new ads prevents potential customers from developing ad fatigue.

Because banners have limited space for headlines, using new ads allows you to create longer headlines.

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Explanation: Swapping lower-performing creative assets for new display ads prevents potential customers from developing ad fatigue. Ad fatigue occurs when the audience becomes overly familiar with and disengaged from a particular ad, diminishing its effectiveness. By regularly introducing new display ads, advertisers can maintain the audience’s interest and attention. This practice prevents users from becoming tired of seeing the same content repeatedly and encourages ongoing engagement with the brand. Furthermore, it allows advertisers to test different creatives, optimizing their campaigns by identifying and focusing on the most effective ad elements. Consequently, the strategic rotation of display ads helps sustain audience interest, mitigates ad fatigue, and contributes to the overall success of a display advertising campaign.

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Refreshing Your Display Ads: The Importance of Keeping Content Fresh

In the ever-evolving landscape of digital advertising, staying relevant and engaging is essential for capturing the attention of your target audience and driving campaign success. One important best practice for display advertising is to regularly refresh your display ads by introducing new creative content every few weeks. But why is this important, and how can it benefit your advertising efforts? Let’s explore.

Understanding the Importance

Combatting Ad Fatigue

Display ad fatigue occurs when users become accustomed to seeing the same ads repeatedly, leading to a decline in engagement and effectiveness. By refreshing your display ads regularly, you can combat ad fatigue and maintain user interest and engagement over time. New creative content keeps your ads fresh and captivating, increasing the likelihood of catching the attention of users and driving desired actions, such as clicks and conversions.

Adapting to Audience Preferences

Consumer preferences and trends evolve rapidly in the digital landscape. By introducing new display ads regularly, you can adapt to changing audience preferences, interests, and behaviors. Experimenting with different ad formats, messaging, and visuals allows you to stay agile and responsive to audience feedback, maximizing the relevance and impact of your advertising campaigns.

Improving Performance Metrics

Regularly refreshing your display ads can lead to improved performance metrics, such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Fresh ads are more likely to capture the attention of users and elicit a response, driving higher engagement and conversion rates compared to stagnant or outdated ads. By continuously optimizing and iterating on your creative content, you can enhance the effectiveness of your display advertising campaigns and achieve better results.

Practical Insights

Rotate Creatives Strategically

When refreshing your display ads, consider rotating creatives strategically to test different messaging, visuals, and offers. A/B testing allows you to compare the performance of different ad variations and identify the most effective combinations for achieving your campaign objectives. Continuously monitor performance metrics and iterate on your creative content based on data insights to maximize results.

Align with Seasonal and Promotional Campaigns

Take advantage of seasonal events, holidays, and promotional campaigns to introduce new display ads that resonate with your audience’s current interests and needs. Tailor your creative content to align with specific themes, occasions, or offers, enhancing relevance and driving higher engagement during key moments throughout the year.

Leverage Dynamic Creative Optimization (DCO)

Dynamic Creative Optimization (DCO) technology allows you to automatically generate and serve personalized display ads based on user data and preferences. By leveraging DCO, you can deliver highly relevant and customized ad experiences to individual users, increasing the likelihood of driving conversions and maximizing campaign performance.


In conclusion, regularly refreshing your display ads is a crucial best practice for maintaining relevance, engagement, and effectiveness in your advertising campaigns. By combating ad fatigue, adapting to audience preferences, and improving performance metrics, fresh creative content can drive better results and contribute to the success of your digital advertising efforts.

Remember, in the dynamic world of digital advertising, staying ahead requires continuous innovation and experimentation. So, embrace the importance of refreshing your display ads regularly and harness the power of fresh creative content to captivate your audience and achieve your marketing goals.

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